Ocean Spray launches ‘on the go’ drink mixes.
To build its brand presence in the $309
million “on the go” powdered soft drink (PSD) category, Ocean Spray has
revamped its current line and extended it into a powdered flavored tea line.
Ocean Spray tapped its partner,Moxie TM Inc. (www.moxietm.com), the New York-based
brand design and development firm, to better reflect the beverages’ refreshing
taste and appeal to a broader consumer audience.
“Our goal with this project was to develop a refreshing package design system
that maintains the Ocean Spray family look and feel,” says Tammy Vaserstein,
Creative Principal of Moxie TM. For brand consistency across the complete PSD
line, the core components of the restyled package architecture include the
signature blue and white Ocean Spray logo and distinct flavor and refreshment
cues. “We incorporated the wave as a prominent part of the design to help
communicate flavor and dynamically feature the fresh fruit photographs,” she
The new design for Ocean Spray’s PSD portfolio line marks a shift from a focus
on the process of preparing the beverage to one highlighting the products’
taste, allowing Ocean Spray to carve out a niche in the market for a
thirst-quenching low-calorie drink made with no artificial sweeteners, colors
According to Randy Swann, Design Manager,
North America, for Ocean Spray, “This revamp of the line delivers on every
aspect of what Ocean Spray stands for. Working with the design team at Moxie TM
has allowed us to invigorate the brand and position the line for a wider range
of consumers.” The revamped package of the existing PSD line features a cleaner
and less cluttered design, appealing and colorful fresh fruit, a 5-calorie
stamp, and a wave that mirrors the specific color of the beverage and
illustrates the eight flavors.
Ocean Spray also extended its ‘on the go’ base with a powdered flavored tea
line in Cranberry Pomegranate flavor, in order to go beyond its ‘fruit’ and
“The new design of Ocean Spray’s powdered ‘on the go’ packaging is about
embracing the flavor of a delicious and natural drink with ‘real fruit’
goodness that stands out from the competition, and attracts not just routine
dieters but consumers seeking a healthy alternative for themselves and their
families,” notes Vaserstein.